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The rationale behind Lamborghini's Urus

If you've been following developments in Sant'Agata Bolognese lately, you'll know that the world's most unabashed supercar producer is adding an SUV. Code-named "Urus," it will join the brand's existing two-model (Aventador/Huracan) lineup. It's a bold move for a company with a reputation built on iconic two-seaters including the Miura, Countach, and Diablo, and by its CEO's own admission the decision "will radically change Lamborghini." Why risk the company's exclusive, extroverted image on a vehicle associated with mundane tasks and parents who can't bear the thought of driving a minivan? Two reasons, says CEO Stephan Winkelmann. "The SUV Segment is still fast growing worldwide," he notes. Indeed, global demand for SUVs is up 88 percent since 2008, making utility vehicles the fastest-growing segment around the world, according to IHS Automotive. Utilities now comprise 19 percent of the global vehicle market. In addition, "sales can be equally distributed over our three major regions...the Americas (the US is Lambo's top market), EMEA (Europe, Middle East, Africa), and Asia Pacific." Lamborghini expects Urus to double sales from its current 2,500 cars per year to nearly 5,000. Adding a third model line "supports more consistent volumes and competitiveness of the company and our dealers," he continues. Further, Winkelmann maintains that an SUV fits the DNA of Lamborghini. "Our brand has a history of many types of cars such as GTs, super sports cars, and with the LM002 from 1986 to 1992, even an SUV. We learned together with our designers and product people that the SUV represented this opportunity the best." Structural implications include an expansion of the diminutive company's roughly 1,200-employee workforce by 50 percent, or 500 new hires, and the construction of a new facility near its headquarters to build the Urus. Building the new Lamborghini in Bologna is key to differentiating Urus from the other Volkswagen Group premium SUVs (Bentley Bentayga; Porsche Cayenne; Audi Q7 and Q8; and Volkswagen Touareg) that will share the same platform, and Winkelmann put great effort into persuading VW the move made economic sense. "We worked many months building the business case for approval because we are convinced the SUV will be a success and the best place to build it is in Sant'Agata Bolognese," Winkelmann stresses. "We are not simply adding another line in an existing building. Rather, we are talking about greenfield construction.

2023 Lamborghini Sterrato First Drive: Ridiculous obliteration of boundaries

DESERT CENTER, Calif. — Lamborghini knows something about its buyers: They like to be able to appear, and to perform acts that are, ridiculous. Normally, thatÂ’s meant scissor-hinged doors and unhinged performance on pavement. On occasion, though, Lambo has taken its boundary-obliterating show off-road – and not just because stability control spectacularly failed. The legendary LM002 was a V12-powered luxury pickup largely meant from Emirati sheiks to power-slide up sand dunes, while the brandÂ’s best-selling Urus is more than capable of doing silly things in places more rugged than the Starbucks drive-thru. And now, plowing sideways through a dirt track and into the pantheon of LamboÂ’s bat-shit off-road vehicles comes the 601-horsepower, V10-powered, $273,000, limited-edition 2023 Lamborghini Huracan Sterrato. It is lifted 44 mm or 1.73 inches for greater ground clearance and suspension travel. The track is widened by 30 mm up front and 34 mm in the rear, enough to require bolted-on fender flares. Its tickly underside is armored with aluminum skid plates. The body is safari-fied with nostil-like driving lights, roof bars to support a gear-toting rack, and a snorkel so it can breathe more readily when drawing lines in the sand. It looks less like a supercar and more like the getaway vehicle for a pair of tomb raiders, looking to sneak out of Giza ahead of the cultural police, and whatever curse the thieves may have uncorked. Just a few weeks before driving the Sterrato through  —  literally, through  —  the Southern California desert, I had been behind the wheel of its slightly-cheaper and alternatively-missioned sibling, the Huracan Tecnica, in twisty Italian mountain roads. With 30 more horsepower, rear-wheel-drive, rear-wheel-steering, a tuned exhaust system, and Bridgestone Potenza Race tires, it was surprisingly delightful and easy to drive quickly, even/especially through technical turns and blasting curves. The Sterrato was a whole different bullfight, but remarkably similar in its capacity to elevate my driving skills. It was so simple to drive well through bounding hairpins, arcing sweepers, and elevation-switching chicanes — usually utilized by dirt bike racers — that it was actually startling. I have driven all manner of trucks and SUVs in the sand, but IÂ’ve never had this experience with a “safariÂ’d” performance car. The Sterrato is a revelation in this respect.

Lamborghini Centenario to grace the cover of next Forza game

The creatives at Turn 10 Studios must have had a heck of a time choosing which new supercar would feature on the cover of the next installment in the Forza franchise. We saw an unsurpassed array of exotic machinery, after all, unveiled last month alone at the Geneva Motor Show, but in the end it's the Lamborghini Centenario that got the nod. The exclusive supercar marks the 100th anniversary of Ferruccio Lamborghini's birth, and stands as "the most powerful Lamborghini produced to date," in the words of the company's own R&D chief Maurizio Reggiani. Unfortunately only 40 examples will ever be made – 20 coupes and 20 convertibles – and they've all been sold for the equivalent of nearly $2 million apiece. It will hit the small screen in the next Forza game before any of those extremely fortunate customers have theirs delivered in real life. Microsoft will reveal the new game at E3 in June, but for now we don't even know what it will be called. Forza Motorsport 7? Forza Horizon 3? Something else entirely? We'll have to wait to find out, but the Centenario will definitely be on the cover. This won't be the first time that a Lamborghini has graced the cover of a Forza game. The Huracan appeared on the cover of Forza Horizon 2. Previous cover cars have included the Ford GT, McLaren P1, Dodge Viper, Ferrari 458 Italia, and Audi R8. That'll make the Raging Bull marque, by our account, the only to be featured twice in the series. Related Video: Lamborghini partners with Microsoft: Lamborghini Centenario is cover car for next Forza game on Xbox. Sant'Agata Bolognese, 04 March 2016 : The Lamborghini Centenario will feature on the front cover and within the next Forza racing game on Xbox. Lamborghini and Microsoft's Turn 10 Studios announced their latest collaboration at Geneva Motor Show in March 2016, with the new Xbox game to be revealed at the Electronic Entertainment Expo in June 2016. The Centenario will be available "First in Forza," giving millions of fans around the world the exclusive opportunity to experience the virtual version of the car on Xbox before its road debut. Thus, players will be the first to enjoy the aspects of the car celebrating the 100 year anniversary of founder Ferruccio Lamborghini's birth, starting from the naturally aspirated V12 Centenario which produces 770 hp and powers from 0100 km/h in 2.8 seconds ( 0-300 km/h in 23.5 seconds) with a top speed of more than 350 km/h.